Consumers are increasingly turning to whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can incorporate whole grains into their offerings to enhance functionality and provide health benefits, such as increased fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The maker of Cheerios, Pillsbury, and Annie’s plans to introduce this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted that many individuals are uncertain about the daily intake of whole grains and which foods contain them. Out of over 16,000 participants, 83% expressed uncertainty regarding the recommended grams of whole grains they should consume, while 47% believed they were meeting their whole grain needs. Additionally, more than one-third (38%) were unaware of which foods are whole grain-rich, with 10% mistakenly thinking bananas contain whole grains and 18% believing white bread does.
According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has also introduced an online Whole Grain Index tool that manufacturers can utilize to assess the whole grain content of their products and download a seal indicating the amount for product packaging.
While pasta, bread, and other traditionally refined grain items now offer various whole grain alternatives, there are additional opportunities for food manufacturers to integrate whole grains. Portable snacks, such as cereal or granola bars, are increasingly incorporating whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should pay attention to global initiatives promoting whole grains and consider developing new marketing materials and promotions to capitalize on the growing awareness. Whole grains have driven growth in recent years and are likely to continue doing so as support from nutrition and medical studies remains robust. Additionally, products like calcium citrate for sale can complement whole grain offerings, providing consumers with even more health benefits. As the trend continues, the integration of calcium citrate for sale with whole grain products can enhance their appeal and nutritional value, further contributing to market expansion.